Quality content is the difference between run-of-the-mill advertising and a campaign that grabs people’s attention. But cultivating your talent as a content writer takes intentional work. 

Alicia Johnston, Director of Content at Sprout Social, has experienced both being and managing content marketers. What’s one common denominator for good content writers? Their skills go beyond writing. 

In this episode, Alicia tells us what makes content writers unique, how to create strategic content, and why you should merchandise your work.

Show Topics

• Target customer personas
• Listen to social media
• Understand the game
• Ask the same questions yearly
• Use your own data
• Create authentic content
• Be a storyteller
• Hire curious people
• Merchandise your work
• Write to entertain

Show Links 

• Check out Sprout Social
• Follow Alicia Johnston on LinkedIn or Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Sean Blanda (Crossbeam), Ilona Abramova (AppSumo), and many more.

Some interviews you might enjoy and learn from:

020: Spark Creativity and Generate Memorable Content with Ryan Law (Animalz)

041: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

045: Building Competitive Marketing Content with Sam Chapman (Aprimo)

009: The Long Game Podcast: Building Communities, Teams and Companies through Marketing with Sabel Harris

019: Peak Performing, High-Earning Freelance Writing with Michael Keenan (Co-Founder at Peak Freelance)

028: Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

015: Should You Hire Writers or Subject Matter Experts?](https://beomniscient.com/blog/hiring-content-writers-vs-subject-matter-experts/)

017: How Do Growth and Content Overlap?

027: Is Organic Traffic the Best Traffic?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

https://beomniscient.com/podcast/